POSTED 10/08/2010
By Robert Moore - From CASE CURRENTS
Having a muddy, chaotic brand is like trying to simultaneously cram through the doorway of a party with five other guests. The host opens the door to a dismaying display of mass confusion—six people grunting, swearing, shoving, and throwing elbows. Meanwhile, the host stands there baffled, thinking, “What am I to make of this? What am I supposed to do?”
A clear, well-defined brand would enter the same party much differently. One person would take the lead: “Hi, John, thanks for inviting us! I’m Rob from Lipman Hearne, and I’d like you to meet Jeff, Sara, Libby ... .” No one is left bruised and sulking on the stoop. No one has to compete for the host’s attention. The host knows who is who, how they’re connected, and how to make further introductions...
To read more, download Join the Party
CASE CURRENTS is an award-winning magazine for CASE Professional Members that explores contemporary issues, trends and best practices in advancement.
« BACK TO RESOURCE LISTING
